Every once in a while I read something that really sticks with me, like Sam Anderson’s recent NY Times Magazine profile of Noah Wyle, who plays The Pitt’s Dr. Robby.
It is a remarkable article about a career, but also about personal branding and positioning. I shared my observations with my MBA class this week.
The Story
Wyle’s story is astonishing. You can read the article here.
Here is a quick summary. He began his acting career focused on film and theater. At 22, Wyle landed a part in ER, playing the young John Carter. He stayed with ER for 11 of its 15 seasons.
Wyle left ER thinking he would quickly gain parts in movies and other shows, like his ER castmate George Clooney.
This didn’t happen. Wyle struggled to find roles and earn a living, at one point even considering selling his baseball card collection to raise funds. According to Sam Anderson, “In the public imagination, he seemed to have been permanently frozen as John Carter,”
After the pandemic, he talked with two of his former ER colleagues about creating a new medical drama. That became “The Pitt,” now one of TV’s most successful shows.
Wyle is once again – and more than ever – a beloved star.
Personal Branding Lessons
There is a lot to learn from Wyle’s journey. Here are three branding lessons that stuck with me.
Understand Your Brand
The most important part of Wyle’s story, from a branding perspective, is that he stayed so long with ER.
This decision – made for lots of reasons – had a huge impact on his reputation. Wyle’s brand was tied to medicine, emergency rooms and ER. Could Wyle play a funny character in a romantic comedy? Maybe, but that wouldn’t fit his brand. How about a villain in a horror film? No. That would definitely not be a brand fit.
Young people will encounter the same question. How long should you stay in a job or with a company? There is no correct answer, but be aware that the longer you stay, the more the role and the company will define your brand.
Similarly, if you came to business school from consulting and then go back to consulting, well, you are a consultant. Your personal brand is defined by consulting.
You can change a brand positioning, but it isn’t easy.
Prepare for Career Setbacks
It is tempting to think that things will continue to go well.
Wyle left ER believing, not unreasonably, that the projects would come rolling in. He was very disappointed.
If you have some career success, it is similarly tempting to think the opportunities will continue to appear, that you’ll be just as successful in the next phase of your career. You may well be disappointed.
The problem is that the future is uncertain. You don’t know what is ahead and how things will turn out. Perhaps you won’t get on with your new boss, or your first project at your new company will turn out poorly. There are any number of potential pitfalls.
You can take steps to prepare. Building a network is perhaps the best career insurance you can get. If you have a group of supporters and friends, you will be well positioned to navigate a rough phase. Financially, you can keep expenses low and build up a cash reserve. Interests outside of work are important to keep perspective.
Then you have to hang in there, keep trying, and don’t give up.
Build on Your Strengths
Wiliey’s career rebounded when he embraced his brand. Who is Noah Wyle, professionally? He is an actor who excels in medical settings, especially the ER.
He built this brand and when he embraced it, he rebounded.
For young people, the learning is important. Build on your unique experiences. Everyone has different strengths, different stories and different experiences. If you try to be someone else, you will likely stumble. If you build on your strengths, you will be unique and positioned for success.
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